Birth injury search campaigns that buy intent, not impressions.
Search is where a parent who has decided to ask a legal question goes first, which makes it the most valuable and the most contested channel in birth injury. The difference between a profitable account and an expensive one is almost entirely structure: what you refuse to bid on, how you separate intent, and what signal you feed back to the bidding system.
What we build
Intent-segmented campaign architecture
Separate campaigns, budgets and landing pages for preventability intent ("was it preventable"), legal-process intent ("statute of limitations", "how a lawsuit works") and attorney-selection intent ("birth injury lawyer [city]"). Medical-information queries (diagnoses, symptoms, treatments) are excluded by default through negative keyword lists built from your query reports, because a parent asking what HIE is has not asked for a lawyer.
State structure matched to licensure
Campaigns are geo-structured to the states where you are licensed or have documented co-counsel arrangements, with state-specific ad copy and landing pages where legal content has been reviewed. Nothing implies you handle matters where you cannot.
Conversion signal that reflects screening
Calls and forms are tracked to the inquiry, then CRM stage outcomes (contacted, screened, signed) are imported as offline conversions so that bidding optimizes toward screened inquiries rather than form fills. Conversion events carry stage and campaign identifiers only, never condition details or narratives.
Copy and landing pages inside the rules
Ad copy is non-presumptive and written to your state's attorney advertising rules, with required disclaimers templated. Landing pages explain how a review works before asking for anything, load fast on phones, and carry the same disclosures as the ad. Google's policies on personalized advertising restrict health-related targeting, and we build within them rather than around them.
What we report
- Spend, inquiries, contacted, screened and signed by campaign and intent class, monthly and cumulative.
- Cost per screened inquiry and cost per signed case, with the stage definitions printed on the report.
- Search term review: what was excluded this month and why.
- Stop and scale decisions against the rules agreed at onboarding.
What we need from you
- Administrative access to the Google Ads and Analytics accounts, in your name.
- Your screening criteria in writing, or a session to write them with your intake lead.
- A CRM (or ours) that records stage changes with timestamps.
- A named owner for a weekly thirty-minute review.
We do not launch spend without approval. Budgets, campaign architecture, negative lists and creative are approved in writing before the first dollar is spent, and stop rules are agreed in advance.
Start with a diagnosis, not a proposal.
A strategy session is a working review of your current acquisition: where inquiries come from, where they leak, and what a signed case actually costs you today. You leave with findings whether or not we work together.